Can you share some of the results?
Krista: “In terms of what we see as results, we see a 10 – 20 % conversion to email addresses of people who choose to take the quiz. We request the email towards the end with a discount offer on products as well as emailing them the results. It helps to ask it at the end as people are already invested and we don’t require it so we don’t turn people off who are not ready to convert yet.
The conversion to email addresses is okay, in terms of conversion rate to customers, I don’t have a specific percentage that I can share because we haven’t looked at it that way, but every month we have customers come in on that coupon code. So we can see that is directly and specifically converting them.”
Do you share average scores to attract new traffic to the quiz?
Krista: “No, not yet, some of the things I consider doing, is benchmarking it, like “here’s how you could be doing”. Another way is to break it down in categories, so people know how they scored on SEO vs Social Media vs Online Advertising. That would make it more interesting and valuable.
Something we found interesting is that the conversion on the long IQ test is much better than the conversion on the short test. Which makes sense, it takes 30 min to do the longer IQ test, so someone who’s taken the time and effort to go through the entire test is a more likely to give their email address because they are more committed. Another thing we could try is to push the long one and really emphasize the benefit you get of the broken down results a little bit more.”
What was the experience with the Survey Anyplace tool? What did you like and dislike about it?
Krista: “We started using it as a survey tool and we liked the star ratings and emojis.
We started using it with our clients because we do a survey up front when we work with a new corporate client, to understand what people think and where their knowledge levels are at. And then we do post-training surveys and with those, the star and smiley ratings are a fun, engaging and fast way to get feedback from people.
Recently we implemented the IQ test with the different outcomes. There’s a lot of great functionality within Survey Anyplace to do these kinds of things.
But with more functionality comes more complexity.
It did take a fair amount of time to set up the test and add a Zapier integration with Infusionsoft. So we did have to make a sizeable time investment to get it all up and running.
But we struggled most to find a survey tool that had any of that functionality, before we invested we actually looked at other options to check if there was anything else with more automation build in, but it’s very hard to find survey tools that can do this kind of stuff, so I think it’s the flexibility and functionality that we found in Survey Anyplace that allowed us to create something like this.”
Do you have any tips or lessons learned for other marketers who want to implement quizzes for lead generation?
Krista: “I think we could do more to promote it, what we, a lot of other marketers, struggle with is top of funnel lead generation. A lot of us have relied on info products over the last 5 years, but we’ve actually seen that our info products are not performing as well as they used to.
Our digital IQ test has been a nice way to create something a little bit more fun and interesting.
We had hoped that people would share their results on social media and get us some shared reach. So I think if we can focus a bit more on promotion, this would then be a not only a more effective tool from a lead generation standpoint by giving people something new and interesting, but then we could also reach people outside of our website and our existing funnel which would be a home run.
To me, the social sharing side is something we haven’t measured as much as we should and it would be interesting to see how that performs, but using this just as a new lead gen tool has been interesting. I also think it’s not an either/or story, we still have our info products to generate leads, but many people have been worn out and we’ve seen our results go down, so this digital IQ test is a nice way to re-engage people.”